GRWN has opened its first flagship store in Los Angeles, establishing the fine jewelry brand in the West Hollywood Design District. Located at 501 Robertson Boulevard, near Melrose Avenue, the flagship anchors GRWN in one of Los Angeles’s most style-driven neighborhoods. The store opened to the public on September 6, 2025, following a private preview for press and family on September 4.
The new flagship brings GRWN’s philosophy into permanent form. Built on the idea that jewelry should symbolize meaning as well as craft, the store demonstrates how retail can serve as both commercial space and cultural platform.
Operating hours accommodate West Hollywood’s rhythm: Sunday 12pm-6pm, Monday 11am-6pm, Tuesday closed, Wednesday through Saturday 11am-6pm. This schedule allows time for private appointments while serving walk-in customers during peak shopping periods.
The Pollaks’ Vision
GRWN was founded by father and son Michael and Jordan Pollak. Michael’s years in luxury retail gave GRWN a foundation in craft and industry knowledge, while Jordan’s work in experiential marketing pushed the brand toward storytelling and cultural connection. Together, they developed a label that challenges conventional jewelry retail by prioritizing intention over ostentation, sustainability over status symbols. Their approach transforms how customers encounter fine jewelry, shifting focus from purely aesthetic appreciation to understanding the story, impact, and meaning behind each piece.
Jordan Pollak describes GRWN as a movement rooted in meaning, and the flagship serves as an extension of that vision. The Robertson Boulevard space was designed to function as both retail environment and cultural platform, ensuring that the setting communicates the values behind the brand.
Design and Experience
The store was created in collaboration with Studio Bucky, the New York design practice founded by Alexander Buckeridge. Studio Bucky is recognized for sculptural interiors that balance concept and clarity, and the flagship reflects this approach. Anchored by clean lines, natural textures, and purposeful lighting, the design establishes an environment that directs focus to GRWN’s jewelry while also embodying the brand’s values of sustainability and innovation.
The store’s centerpiece installation demonstrates how environmental responsibility can enhance rather than limit creative expression. A 9-foot crystalline structure, 3D-printed from recycled plastic by Spanish studio Nagami, functions as both art piece and practical jewelry display.
This dual-facing installation connects street views to interior spaces, encouraging passerby engagement while showcasing products. The structure’s geometric forms echo architectural elements and brand identity, creating visual continuity throughout the shopping experience.
Alexander Buckeridge developed this concept through collaboration with Nagami, known for pioneering large-format 3D printing using sustainable materials.
Spaces Within the Store
The flagship is organized into three distinct spaces, each designed to foster a different form of interaction.
The Showroom serves as the gallery-like front-of-house, displaying the full GRWN collection. It includes the Bridal Bar, signature jewelry displays, exclusive merchandise, and campaign visuals projected throughout the space.
The VIP Room offers an appointment-only setting tailored for stylists, celebrities, and bespoke clients. The room is reserved for fittings, private consultations, and custom projects, ensuring discretion for those seeking one-of-a-kind pieces.
The Office is the creative center located in the back of house. It serves as GRWN’s innovation laboratory, where ideas develop and evolve away from public view. Internal styling sessions, brand development, and team collaborations drive ongoing innovation while retail operations continue uninterrupted.
Together, these spaces present the flagship as a hybrid: a gallery, a boutique, and a creative studio, each contributing to the larger vision of GRWN.
The Collections
The flagship presents GRWN’s core collections. Legacy Link is defined by the brand’s hexagonal link, drawn from GRWN’s faceted “G” mark. This link acts as a design motif and as a symbol of strength, intention, and connection. Diamond Essentials offers another perspective, reimagining everyday forms with sculptural refinement.
Each collection is crafted with GRWN By The Sun™ diamonds, grown using solar and wind energy. Metals are recycled and certified conflict-free, underscoring the Pollaks’ focus on materials that honor beauty while maintaining responsibility. This commitment to sustainable sourcing ensures that every piece presented in the flagship connects design with ethical practice.
The Future of Luxury Jewelry
GRWN’s flagship opening proves that sustainable practices and ethical production can coexist with luxury aesthetics and commercial success. The Pollaks’ vision transforms abstract concepts like “meaningful luxury” into tangible retail experiences that customers can encounter, understand, and support. Their approach challenges industry assumptions about what customers value in luxury purchases, demonstrating demand for transparency, sustainability, and deeper meaning alongside traditional quality and beauty standards.
The store operates as both retail destination and cultural statement, showing how businesses can serve commercial goals while contributing positively to environmental and social outcomes. This opening launches GRWN into a new phase while establishing a model for how luxury jewelry brands can evolve to meet contemporary values without sacrificing the excellence and beauty that define their category.
